The marketing profession has long relied on data to make decisions. But as the terabytes grow, leading marketers are turning to science to radically improve their results.
IBM has seen marketing research move from a largely descriptive practice (here is what happened) to more predictive approaches (here is what will happen). The next phase of development will take more scientific approaches to create marketing scientists who can also prescribe best actions (here is what you should do).
Marketing Science: From descriptive to prescriptive
The IBM Center for Applied Insights (CAI) has found that those at the forefront are architecting data for easier and broader analysis, using scientific approaches to testing ideas and tactics. Maybe most importantly, they are influencing the business to make research-based decisions. A new study from the IBM Center for Applied Insights explores how marketers are using systematic observation, testing and measurement to dissect broad behavioral patterns, drill down from the aggregate to the individual and produce new insights.
Download the report (529 KB)
Greater IBM, what do you think of what this study reveals? What’s your reaction? Let us know in the Leave a Reply box!
- Posted by Regan Kelly